Embrace the FWD - BMW aims to sell a million front wheel drive cars per year off one platform shared with Mini

Get used to the new BMW. Remember when BMW mocked front wheel drive and told the world they don't do FWD? Remember when the way the car drove was more important than how many cars they could sell? Well forget all that, money money money! The German Toyota recently announced that they aim to sell over a million cars per year based off a single front wheel drive platform that will be shared with Mini. Apparently having just Mini sell front wheel drives is not good enough when a higher profit margin can be made sticking a BMW badge on the exact same thing.

The Active Tourer Concept car posted recently is a preview of BMW's front wheel drive era. No doubt it will sell and BMW will be lauded for it. However, there is no denying the culture and attitude change. BMW's image has taken a hit and will continue to do so as they continue to piss all over their own history, marketing (Ultimate Sales Machine now), and culture. This is no longer a premium brand with driving dynamics at the forefront. It's all about volume and however you can get it brand philosophy be damned.

The new front wheel drive platform is called UKL1. There will be a mix of all kinds of motors as well as a plug-in hybrid. The platform will be produced at the UK Mini plant so people literally will be buying BMW branded Mini's. The strategy will keep costs down, increase volume for Mini and BMW, and somewhat artificially inflate BMW's fleet MPG numbers. One would think this might at the very least lead to some track focused M models like how Porsche leverages the Cayenne's volume but don't hold your breath. Front wheel drive hybrid BMW's, that is the future. As BMW stated with the new 4-Series, get used to it.

From a business stand point this is great. For an enthusiast this is a nightmare... the brand is really being diluted and its kinda sad. Personally I wouldn't buy and BMW newer than 07. All these new cars and new direction is a joke imo

From a business stand point this is great. For an enthusiast this is a nightmare... the brand is really being diluted and its kinda sad. Personally I wouldn't buy and BMW newer than 07. All these new cars and new direction is a joke imo

I could live with them whoring out the regular non-m cars, but the m-division has shown its heading down the same path. Personally I believe it started with the 1m, as great as that car is I feel like BMW took some major shortcuts.

I think the Mini is wonderful and BMW was very smart in separating BMW from Mini. They are now doing the mistake GM made when instead of using brand rivalry they made everything the same damn platform with a different badge. Front wheel drive BMW is just... heresy.

Yeah mini had a strong market, but we'll see what happens now that they are all the same car just with a different badge. I think mini would be better off than the entry level BMW's. If I was in the market for a small compact I would probably take the mini over the new base model 1,2,3 whatever series. The mini offers something a little different with styling, etc where as the BMW care are becoming more of a "dime a dozen" type of car

Yeah mini had a strong market, but we'll see what happens now that they are all the same car just with a different badge. I think mini would be better off than the entry level BMW's. If I was in the market for a small compact I would probably take the mini over the new base model 1,2,3 whatever series. The mini offers something a little different with styling, etc where as the BMW care are becoming more of a "dime a dozen" type of car

The problem is, BMW is trying to grow and this is a segment they have never played in. They are a tiny company compared to vw group and seem to want to branch into other markets. Will the brand get diluted? Yes...by definition, but hopefully they still keep their core success of enthusiastic sport sedans and coupes while offering a "lesser" car for the masses. It's a slippery slope...

The problem is, BMW is trying to grow and this is a segment they have never played in. They are a tiny company compared to vw group and seem to want to branch into other markets. Will the brand get diluted? Yes...by definition, but hopefully they still keep their core success of enthusiastic sport sedans and coupes while offering a "lesser" car for the masses. It's a slippery slope...

I see what your saying, but that was the whole point of taking over mini cooper. It allowed BMW to compete in that market without affecting the main BMW branch.

The problem is, BMW is trying to grow and this is a segment they have never played in. They are a tiny company compared to vw group and seem to want to branch into other markets. Will the brand get diluted? Yes...by definition, but hopefully they still keep their core success of enthusiastic sport sedans and coupes while offering a "lesser" car for the masses. It's a slippery slope...

I would love to own a MINIature BMW! I think it'd be awesome, then I'll put a Fight Rice bumper sticker on it and then add a whale tale Spoiler! Then go down on Front Street in KC and race some other Hondas for some serious street cred!